Penguatan SDM dalam e-Marketing untuk Promosi Desa Wisata di Kabupaten Bojonegoro

Abstract

Bojonegoro Regency is one of the districts in Indonesia which is very focused on developing the tourism sector through the concept of a wsiata village. Some of these tourist villages are well known both nationally and internationally. However, there are still other tourist villages that have not been visited by many tourists due to the lack of promotion carried out by the local tourism village management human resources. Limited competency of Human Resources is one of the causes of the lack of promotional efforts undertaken. On the other hand, technological developments towards the digital era should make tourism marketing or promotion efforts easier because of the ease of access and wide reach through digital online media (e-marketing). Based on these conditions, this study aims to identify the obstacles faced by human resources in tourism villages in Bojonegoro Regency in promotion or marketing efforts, especially by using e-marketing. This research was conducted with a qualitative descriptive approach to explain the condition of human resources and promotion in tourist villages in Bojonegoro Regency factually. Data were analyzed directly with reduction, data serving, and verification steps. This study concludes that the human resources of the tourist village of Bojonegoro Regency have obstacles in carrying out promotional or marketing activities by e-marketing. Based on these conclusions, this research has practical implications for Disparbud Bojonegoro Regency in particular, as a reference for preparing steps to strengthen human resources in e-marketing so that promotional efforts through digital online media can be maximized. Thus, it is hoped that tourist visits will increase as a result of the increased competence of human resources in conducting online promotion or marketing efforts